Marketing in 2021 is all about human connection

‘What got us here will not get us there’ – Marshall Goldsmith

This isn’t a feel-good quote to start your day, but more of a stone in your shoe to make you ask some tough questions! So, let’s start with this one: what are you doing differently this year to stay relevant?

Many of you reading this won’t have an answer just yet, and you’re not alone. According to a Kantar Global Business Compass survey of nearly 4 500 business leaders around the world, almost two in three leaders don’t feel like they have the right operating model to be competitive.

“As a result of the pandemic and changing consumer behaviour, 64% of business leaders expect they will need to fundamentally revisit their long-term strategic priorities, with 84% expecting to change the organisational structure and 72% revisiting the ways of working.”

Put simply, your marketing strategy needs to align with your business goals and still appeal to consumers, who are changing the way they think, behave and interact with brands. We think Kantar are spot on with their approach, claiming that there is no better time to put human understanding at the heart of your business.

So how exactly do you bring a more human element into your marketing? There is no one-size-fits-all strategy for this, but customers need to be part of the conversation. Real honest communication across all digital platforms and consumer-centric experiences are a great place to start.

We set aside a morning last week to revisit our Yellow Door values, our roles and how we can play to our individual strengths to enhance our offering to clients. Not only was it a worthwhile strategic exercise, but it was also an opportunity to connect as a team, and set goals for the year ahead.

It reminded me how relevant our recharge strategy package is for businesses right now, designed to future proof your brand and marketing strategy:

Let’s build on what has worked for you, stop doing the things that don’t work anymore, and figure out new ways to delight your customers – existing and new ones.

Our process is to audit your current marketing efforts to give feedback on what’s working and where there is room for improvement; followed by interactive workshops with your team, in person or on Zoom. This will give us the insights we need to create a practical action plan to recharge your brand and marketing activities.

Vanessa Clark and I conceptualised this offering about a year ago, based on a successful workshop with Conversation Travel Africa, and little did we know what was in store for us all, or how crucial it would be!

Commenting on the workshops, Jane Palmer from Conservation Travel Africa had this to say: “Yellow Door’s identification of our business challenges, and suggestions for solutions and strategic improvements far exceeded our expectations. They have enabled us to focus on our core areas and develop an ongoing action plan.”

So if you’d like to optimise your brand’s performance in an authentic way that resonates with your audience, pop me a message and let’s chat – we’d love to help.

Please fill in your details and we will contact you to book your workshop.


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